Sect. I. What is Marketing? 1. The Business Plan and Marketing Strategy. 2. From Strategic Market Positioning to Selling. 3. Sales Systems. 4. Market Vehicles -- Sect. II. What is Selling? 5. Marketing Mix and Sales Promotion. 6. Relationships and Sales Promotion. 7. Selling the Service and Product. 8. Selling Through Relationships. 9. Selling Added Value and the Product. 10. Selling Added Value and the Service. 11. Selling and the Construction Project Team. 12. The Client Perspective -- Sect. III. Which Sales Messages and Evaluation Techniques? 13. Sales Messages. 14. Sales Monitoring. 15. Sales as Market Research -- App. A. Paradoxes of Marketing and Sales -- App. B. Suggested Further Reading
Summary
"This book demonstrates how marketing and sales can be developed. Specifically it: introduces selling techniques tailored to the needs of construction, evaluates competing approaches to marketing and related sales theory, demonstrates the effect of these on organisational structures and processes, and examines how top down and bottom up management approaches can be integrated through sales practice."--BOOK JACKET. "The book aims to achieve a balance between a strategic overview and the practicalities of sales and marketing. It does not offer a single blueprint, but rather a range of distinctive options from which the reader can make informed choices."--BOOK JACKET
